UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business

Nguyen Thi Tuyet Hong

RELATIONSHIPS BETWEEN SERVICE
PERSONAL VALUES, SERVICE ATTRIBUTES
AND CUSTOMER SATISFACTION: A STUDY OF
RESTAURANT SERVICES IN VIETNAM MASTER OF BUSINESS (BY HONOUR)

Ho Chi Minh City – Year 2012

Nguyen Thi Tuyet Hong
RELATIONSHIPS BETWEEN SERVICE
PERSONAL VALUES, SERVICE ATTRIBUTES
AND CUSTOMER SATISFACTION: A STUDY
OF RESTAURANT SERVICES IN VIETNAM ID: 60340102 MASTER OF BUSINESS (by Honour) SUPERVISOR: DR. PHAM NGOC THUY
, 2013 Nguyen Thi Tuyet Hong iii

ABSTRACT

The purpose of this research is to empirically investigate the relationships of
service personal values, service attributes and customer satisfaction in using a
service. The empirical setting is implemented in the buffet restaurant services in
an emerging economy of Vietnam particularly in Ho Chi Minh City, the biggest
and the hub of variety of buffets. The findings of this study reveal that
Vietnamese customers who place the Social Value, the Personal Value, the
Price and Quality of Food are the factors impact on Customer Satisfaction
towards using buffets.
Customers consider Social Value factor affecting their satisfaction towards
using buffets by having a favorable attitude toward the social recognition, the
social status and the more stimulating and adventurous life. Additionally,
customers perceive that buffet make them feel the Social Value, a higher
integration in the group, a better relationship and their friendship relationships
strengthening. This result indicated that customers considered buffet where they
could be more connected, informed and active with the social recognition and
integration. Moreover, the Personal Value factor with positive impact to
customer satisfaction tells that customers feel more tranquility, more family
security, more harmony and stability in life as well as a more pleasurable life
when using buffets. With regards to most of service and goods purchase, the
Price is always an important factor affecting customer satisfaction when they

2.1.1 Casual dining 7
2.1.2 Fine dining 8
2.1.3 Fast food 8
2.1.4 Buffets 8
2.1.5 The difference between table service and buffet service 9
2.2. SERVICE ATTRIBUTES 9
2.2.1 Price of service 10
2.2.2 Quality/taste of food 11
2.2.3 Variety of food 11
2.2.4 Servicescapes 11
2.3. SERVICE PERSONAL VALUES 13
2.4. CUSTOMER SATISFACTION 14
2.5. CONCEPTUAL MODEL 16
2.6. HYPOTHESES 16
2.6.1 The relationship between service attributes and customer
satisfaction 16
2.6.2 The relationship between service personal values and customer
satisfaction 17

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CHAPTER 3: RESEARCH METHODOLOGY 18
3.1. RESEARCH PROCESS 19
3.2. QUALITATIVE STUDY 21
3.3. QUANTITATIVE STUDY 22
3.3.1 Construction of measurement scales 22
3.3.1.1 Measurement scale of Perceived Price 22
3.3.1.2 Measurement scale of Quality/ Taste of food 23
3.3.1.3 Measurement scale of Variety of food 24
3.3.1.4 Measurement scale of Servicescapes 25

4.2.6 Reliability analysis result of measurement scale of Servicescape to
Restaurant Cleanliness 39
4.2.7 Reliability analysis result of measurement scale of Service Personal
Value to Peaceful Life 39
4.2.8 Reliability analysis result of measurement scale of Service Personal
Value to Social Recognition 40
4.2.9 Reliability analysis result of measurement scale of Service Personal
Value to Social Integration 41
4.2.10 Reliability analysis result of measurement scale of Customer
Satisfaction 41
4.3. EXPLORATORY FACTOR ANALYSIS 42
4.3.1 EFA for group of predictors 42
4.3.2 EFA for group of items of Customer Satisfaction measurement
scale 44
4.4. MULTIPLE REGRESSION ANALYSIS 44
4.4.1 Revised Conceptual Model 46
4.4.2 Multiple Regression Testing Assumptions 47
4.4.1.1 Multicollinearity 47
4.4.1.2 Normality and Linearity 48
4.4.3 Multiple Regression Analysis 48
4.4.4 Testing the Hypothesis 1: relationship between the Price and
Customer Satisfaction 50
4.4.5 Testing the Hypothesis 2: relationship between the Quality of Food
and Customer Satisfaction 50
4.4.6 Testing the Hypothesis 3: relationship between the Variety of Food
and Customer Satisfaction 50

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4.4.7 Testing the Hypothesis 4: relationship between the Servicescape to


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LIST OF TABLES

Table 1: Measurement scale of Perceived Price 23
Table 2: Measurement scale of Quality of Food 24
Table 3: Measurement scale of Variety of Food 24
Table 4: Measurement scale of Servicescapes 26
Table 5: Measurement scale of Service Value to Peaceful Life (SVPL) 27
Table 6: Measurement scale of Service Value to Social Recognition (SVSR) 27
Table 7: Measurement scale of Service Value to Social Integration (SVSI) 28
Table 8: Measurement scale of Customer Satisfaction 28
Table 9: Cronbach’s Anpha of scale of Perceived Price 36
Table 10: Cronbach’s Anpha of scale of Quality of Food 37
Table 11: Cronbach’s Anpha of scale of Food Variety 37
Table 12: Cronbach’s Anpha of scale of Servicescape to Venue Aesthetics 38
Table 13: Cronbach’s Anpha of scale of Servicescape to Accessibility 39
Table 14: Cronbach’s Anpha of scale of Servicescape to Cleanliness 39
Table 15: Cronbach’s Anpha of scale of Service Value to Peaceful Life 40
Table 16: Cronbach’s Anpha of scale of Service Value to Social Recognition 41
Table 17: Cronbach’s Anpha of scale of Service Value to Social Integration 41
Table 18: Cronbach’s Anpha of scale of Customer Satisfaction 42
Table 19: EFA result of predictors 43
Table 20: EFA result of Customer Satisfaction 45
Table 21: Pearson Correlation Result 49
Table 22: Results of Multiple Regression Analysis 50

service offering and the formation of services. The main function of a restaurant
is to provide food and beverages with a high quality of food, professional
services and an attractive space for enjoying their meals. Any restaurant will be
relatively high or low in style and price, familiar or exotic in the cuisine it offers
to different kinds of customers, and so on. Context is as important as the style
and form. The most popular classification is menu styles with a variety of kinds
such as French style, Italian style, Chinese style, Western style, Asian style, etc.
Restaurants can be classified based on type of serve including table service, Ala
carte, fast-food, self service, buffet. They can be recognized by classes ranging
from luxury, superior, standard, to popular. Restaurants and bars are classified
as services directed at people’s bodies with its nature of tangible actions.
One of the fastest growth foodservices is adapting the demand of consumers
nowadays is the buffet restaurant which is developing in quantity and variation
kinds of services in Ho Chi Minh City especially in centre districts. Not only
the classified hotels and restaurants but also the private sector of restaurant
business is offering a variety of buffet services.

*report No. 51/BC-BCT
Chapter 1: Introduction

2 The density of buffet services increases from weekend occasion only to
weekday service in order to satisfy the customers demand.
Due to the development of many kinds of buffet restaurants and the increasing
density of new restaurants, the market of foodservice is in a high competitive

The restaurateurs need to understand the relationship between restaurant
performance and the customer’s needs or satisfaction. The restaurant
performance could be interpreted by the service quality delivering to customers.
Service quality includes a wide range of factors and the understanding of key
factors impacting the customer satisfaction is important. This understanding
will enhance the restaurateurs adopting to get advantages in a race. In keeping
updated with customer’s trend in demand, not only the service quality but also
the service attributes and service personal values are considered highly impacts.
In recent empirical findings, the service attributes especially the concept of
“servicescape” is leading to a new definition for business managers to
investigate. Additionally, the definition of service personal values are identified
the impacts on customer satisfaction by many authors in different industries but
it is few in restaurant services.

1.3. RESEARCH QUESTIONS AND OBJECTIVES
The purpose of this research is to empirically investigate the relationships of
service personal values, service attributes and customer satisfaction in using a
service. The empirical setting is implemented in the buffet restaurant services in
an emerging economy of Vietnam particularly in Ho Chi Minh City, the biggest
and the hub of variety of buffet services.
This research is aiming to answer the following questions:
1. What are the determinants of service attributes affecting customer
satisfaction towards the buffet?
2. Do the Service Personal Values affecting customer satisfaction towards
the buffet?
3. In order to retain the customer, what are the determinants the
restaurateurs should pay more attention to improve their business?

Chapter 1: Introduction



Chapter 1: Introduction

5

1.7. DELIMITATION
This research is focusing the survey interviewed respondents who have been
experienced the buffet in Ho Chi Minh City only. Data was collected via a
convenience sample in Ho Chi Minh City during one month. This study was
conducted with the high rate of answers from young, white-collar employees.
Therefore, this sample characteristic may not be the representative of the
opinions displayed by all customers towards the buffets in Vietnam market.
The respondents in this study are likely to use the buffet at range of medium
price. It may lead to a common value perceived by typical groups. The further
investigation should be conducted to evaluate if there is big difference between
opinions of customers using medium priced buffet and high-class buffet. With
customers using high-class buffet, it may be predicted to have a different result
on the evaluation of the Servicescapes factors towards customer satisfaction.

1.8. THESIS STRUCTURE
Chapter 1:
Introduction: This chapter includes a brief overview of the research
background, problems and objectives, methodology as well as the limitation.
Chapter 2:
Literature review and conceptual model: This chapter comprises of
definition related to restaurant services, deep review of previous researches on
the service attributes, servicescapes, service personal values and the basis of
building the conceptual model.
Chapter 3:
Research methodology: This chapter presents the research process,

based on four occasions including a celebration, social occasion, convenience/
quick meal and business meal. Food type, food quality and value for money
were found as the most important choice variables when customers chose a
restaurant.
Additionally, how the food is served to the customer helps to determine the
classification. The main forms of restaurant services including:
2.1.1 Casual dining
A casual dining restaurant is a restaurant that serves moderately-priced food in a
casual atmosphere. Except for buffet-style restaurants, casual dining restaurants
typically provide table service. Casual dining comprises a market segment
between fast food establishments and fine dining restaurants. This is kind of
table service served to the customer's table by waiters and waitresses, also
known as "servers". Table service is the norm in most restaurants, while for
some fast food restaurants counter service is the common form. With table
service, the customer generally pays at the end of meal.
Chapter 2: Literature Review and Conceptual Model

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2.1.2 Fine dining
Fine dining restaurant is full service restaurants with specific dedicated meal
courses. Décor of such restaurants feature higher-quality materials, with an eye
towards the "atmosphere" desired by the restaurateurs. The wait staff is usually
highly trained and often wears more formal attire. Fine-dining restaurants are
almost always small businesses and are generally either single-location
operations or have just a few locations. Food portions are visually appealing.
Fine dining restaurants have certain rules of dining which visitors are generally
expected to follow often including a dress code.
2.1.3 Fast food
Fast food restaurants emphasize the speed of service and also known as a QSR

gatherings such as family, friends, colleagues, a buffet service is a preferred
choice as it is offering a variety of choices and providing a social atmosphere
and free style.
2.2. SERVICE ATTRIBUTES
In the means-end chain approach, there are four levels to access services
(Zeithaml, 1988) including service attributes, service quality, service values and
service personal values. Customers perceive service quality by comparing the
service delivery they receive and their expectation. The service attributes plays
a critical factor contributing to the success of service delivery. Therefore,
whether the service quality is good or not depending on how the service
attributes constructed and delivered. In service delivery, changes can be made
to the service delivery process, the environment in which service delivery takes
place and the interactions between the customer and the provider of the service.
Theoretically, service quality is measured by Servqual scale which was mainly
established and well-known method of measurement model of quality of service
by Parasuraman et al. (1985; 1988). Parasuraman, Zeithaml and Berry (1985)
found consistent dimensions of perceived quality across four consumer
industries. These abstract dimensions included Reliability, Empathy, Assurance,
Responsiveness, and Tangibles. The Reliability is defined as the "ability to
perform the promised service dependably and accurately". The Assurance
means the "knowledge and courtesy of employees and their ability to convey
trust and confidence". The Tangibles contains the "appearance of physical
Chapter 2: Literature Review and Conceptual Model

10

facilities, equipment, personnel and communication materials". The Empathy is
the "provision of caring, individualized attention to customers". And the
Responsiveness expresses the "willingness to help customers and to provide
prompt service" (Buttle, 1996, p.9). Parasuraman, Zeithaml and Berry (1985)

perceived value by the comparison what they paid for and what they receive.
2.2.2 Quality/taste of food
Food quality is the quality characteristics of food that is acceptable to
consumers. This includes external factors as appearance (size, shape, colour,
gloss, and consistency), texture, and flavour; factors such as federal grade
standards and internal (chemical, physical, microbial).
Besides ingredient quality, there are also sanitation requirements. It is important
to ensure that the food processing environment is as clean as possible in order to
produce the safest possible food for the consumer. Food taste is regarded as the
most important element of food attributes in several restaurant studies (Josiam
& Monteiro, 2004).
2.2.3 Variety of food
In a buffet service, the variety of food choices offering is one of factor affecting
customer perceived service quality when they compare what they expect when
paying an amount of money for an exchange of what they receive. When
consumers evaluate food quality, they judge a variety of menu as a separate
factor. Restaurateurs frequently develop new menus and offer a selection of
different menu items to attract customers (Namkung & Jang, 2007).
2.2.4 Servicescapes
There are many evidences showed that environmental variables can
substantially influence consumer behavior and emotions in physical
environments (Donovan & Rossiter, 1982; Turley & Milliman, 2000). Kotler
(1974) defined “atmospherics” as the term used for the intentional control and
manipulation of environmental cues in the service environment. Bitner (1992)
developed this point to the term “servicescapes” in reference to the physical
surroundings constructed by retailers to facilitate their service. The service is
constructed by the combination of tangibles and intangibles factors. The
Chapter 2: Literature Review and Conceptual Model

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Wakefield and Blodgett (1996) proposed three different leisure service settings,
conceptualized servicescape as multidimensional, comprised of facility
aesthetics, layout accessibility and cleanliness.
2.3. SERVICE PERSONAL VALUES
“Service personal values can be defined as a customer’s overall assessment of
the use of a service based on the perception of what is achieved in terms of his
own personal values” (Lages & Fernandes, 2005). In the hospitality industry the
consumer generally regards the tangible products as being largely
undifferentiated. This led to intangible elements of services quality is the only
way to differentiate the products offering from that of other competitors in the
marketplace (Douglas & Connor, 2003). The highest construct in the means-end
chain approach is the “service personal values” means the “beliefs or
conceptions about end-goals or desirable end-states, classified by Rokeach
(1973) as terminal values” (Lages & Fernandes, 2005).
The impact of personal values on consumer behavior has been deeply explored
(Beatty et.al., 1985). Personal values may offer a deeper understanding of how
customers judge the quality and desirability of a service (Srinivas et al., 2011)
and individuals show their values and lifestyles through the acquisition of
services (Kahle, 1988).
According to Kahle (1983), the List of values (LOV) is composed of nine
values which measure the values that are central to people in living their lives,
particularly the values of life’s major roles. The LOV is most closely tied to
social adaptation theory (Kahle, Beatty, and Homer, 1985). In the Rokeach
value survey (RVS) (Rokeach, 1968, 1973), the values are set into “terminal
values” and “instrumental values”.
The SERPVAL scale researched by Lages & Fernades (2005) had three
constructs including Service Personal Value to Peaceful life (SVPL), Service

or over fulfillment (p.13) (cited by Giese & Cote, 2000). Tse and Wilton (1988)
mentioned customer satisfaction is the customer’s response to the evaluation of
the perceived discrepancy between prior expectations (or some norm of
performance) and the actual performance of the product as perceived after its
consumption (p.204) (cited by Giese & Cote, 2000). As concluded by Giese &
Cote (2000), the customer satisfaction is “A summary affective response of
varying intensity with a time-specific point of determination and limited